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@stevejlockWhat I Am Covering Today...=> How we executed an international campaign ona small budget for a luxury ecommerce website=> Magento SEO & Magento Multi-Site=> Overcoming technical problems=> Full details on the work completed for acampaign that resulted in traffic increases of250% in 4-6 months

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@stevejlockInternational Implementation=> Decide between local TLDs, sub-domains orsub-folder structures for the international sites=> Plan for translations, I recommend starting withone language then scaling=> Implement hreflang=> Really important to setup a GWT account foreach international variation and set geo-location=> Generate and submit international sitemaps=> Look for examples in rank tracking where thewrong country might be ranking in your SERP!

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@stevejlockCanonical Problems=> There are always issues with any CMS=> Unfortunately ecommerce is normally theworst :-(=> Magento has trailing slash canonical problemswith URLs that break the admin section whenyou try to resolve them with redirects=> You need to use the canonical tag, but becareful to point to one canonical URL either withor without the slash

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@stevejlockShallow Site Architecture=> Shallow site architecture is SEO 101=> Its really important with ecommerce=> Its really really important with ecommerce siteswith thousands of products that are gettingtranslated into many languages ;-)=> I would also recommend using top level productURLs with 301 redirects e.g.example.com/product.html=> You can use regex to then segment productpages easily by using .html as a rule

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@stevejlockProcess To Retire Products=> SEO Pack can orphan pages in the Magentoback end with no technical knowledgerequired=> Personally I prefer 301 redirects, but thesealways require developers :-(=> Very large ecommerce sites retain tens ofthousands of links per month from retiring oldpages with 301 redirects

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@stevejlockBuyers Guides=> Buyers guides can be really powerful=> Its a useful place to build landing pages thatmight not fit elegantly into the taxonomyotherwise=> Great for the long tail=> Obviously dont forget to show lots of productson these pages :-)

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@stevejlockHybrid Magento Sites=> Pure Magento sites are a good option, but theycome with a steep learning curve for non-technical staff (HTML knowledge required)=> Most hybrid solutions come with inevitableissues and development work becomes morecomplex=> WordPress and Magento are probably theeasiest to use with the Fishpig connector

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@stevejlockAnalytics Events & Goals=> Useful to gain insights on user behaviour=> Work well to test if users are engaging with newfunctionality and responding to design changes=> Goals for time on site with different variations=> Goals for pages viewed with different variations=> Goals for moving around different sections ofthe site e.g. blog → product pages

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@stevejlock=> Price and stock availability=> Reviews through Feefo or TrustPilot=> Video via sitemaps=> Try to implement ASAP if launching as it can takemany months to start to show in SERPs=> Ive seen client sites that have taken over a yearSchema & Structured Markup

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@stevejlock=> This can be really hit or miss=> Some clients have leveraged really well and itgenerates many more sales for them=> Can be used as a method of data collection andfor CRO changes e.g. if customers cant locatedelivery options=> Snap Engage is my favourite and can evensupport free VOIP callsLive Chat

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@stevejlock=> Look for strategies that can be scaled acrosslanguages e.g. competitions=> Its important not to have a go with an in-houseteam without being honest with the client=> Many countries can communicate well in Englishand therefore some outreach can be achievedwith English teams=> Guest posting we found to be far less effective=> Its likely that using a specialist partner will bebest=> Watch out! Many partners we consideredproposed low quality linksInternational Link Building

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@stevejlockContent Creation=> Trial a number of writers and keep the bestperformers=> Focus on one or two languages at a time=> Look for a team of writers with the most outputand look for the best writer as a proofreader=> Form teams with one proofreader per language=> Rinse and repeat...

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@stevejlockKey Takeaways=> Magento is a powerful platform, but has plentyof pitfalls you need to avoid=> Avoid using modules for Magento Multi-Site asthey often use parameters you would want toavoid=> Focusing on two countries at a time for linkbuilding was effective (although its still earlydays)=> Using sub-folders can help with GWT especiallyremoval requests

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@stevejlockKey Takeaways=> Take Googles advice on hreflang, internationalsitemaps and geo-location in GWT=> For the quickest results and to leverage domainauthority use sub-folder structures=> Our approach enabled translators to be trainedand work on optimising the different countries=> Focus on your primary country, get that rightand scale (especially with Magento!)